Net attitude – details change, but thinking out of the box remains important over time

A book from history: beginning of this century. I don’t know if this book is anymore available anywhere. I started to read it out of curiosity: how development and future of internet was seen by this book?

Writer had interesting edge into story as he started to think about internet and its opportunities already during 1993. At that time they were considering if it is possible to monetize this new technology. While considering how, they came to conclusion that they don’t know.

Basically book is pointing out the handicaps of thinking that was common during early 2000. Most of those examples seem amusing ten years after, but if you abstract those though a bit there might be some relevance for today’s business world too. When you try to move your old business model into new environment you are making mistake. You need rethink what you are doind seizing the opportunities created by new environment. Some things might have changed to be mandatory, even they were considered optional earlier. Those companies who figure out new rules fasted, will gain the benefits too.

I don’t know if i would recommend to read the whole book, but rather consider the main thought: think out of the box when entering the new arena with new rules and especially consider your timing. It seem that often first mover advantage is a myth or lucky strike. In many cases second wave hits into more mature market and picks the berries.